This document outlines the objectives and topics covered in a report on magazine media called "Proof of Performance." The objectives are to review research on how consumers use printed and digital magazine content worldwide, demonstrate the effectiveness of magazine advertising, and present a case for magazine media to stimulate future research. The topics that will be discussed include magazines in print format, magazines in digital formats, comparing magazines to other media, advertising effectiveness, and case studies from various countries. In total, the report will reference 112 studies from 23 countries.

2. Proof of Performance:
Making the case for magazine media
Chris Llewellyn
President & CEO, FIPP
Esther Braspenning
International Advertising Resource Manager,
Sanoma Media, Belgium
Guy Consterdine
CEO, Guy Consterdine Associates, and
FIPP Research Consultant

3. Proof of Performance:
Objectives
• To review some of the research-based evidence on
how consumers are using printed and digital magazine
content around the world;
• To demonstrate the effectiveness of the advertising
these media carry;
• To present a narrative of the case for magazine media,
a narrative which will apply in any country and could be
populated with local research evidence; and
• To stimulate ideas for publishers and others in planning
their own research programmes.

4. Australia, Austria, Belgium, Canada, Czech
Republic, Greece, Finland, France, Germany,
India, Indonesia, Ireland, Malaysia,
Netherlands, Poland, Russia, Singapore,
Spain, Sweden, Taiwan, Thailand, UK, USA,
Australia, Austria, Belgium, Canada, Czech
Republic, Greece, Finland, France, Germany,
India, Indonesia, Ireland, Malaysia,
Netherlands, studies quoted
112 Poland, Russia, Singapore,
Spain, Sweden, Taiwan, Thailand, UK, USA,
from 23 countries
Australia, Austria, Belgium, Canada, Czech
Republic, Greece, Finland, France, Germany,
India, Indonesia, Ireland, Malaysia,
Netherlands, Poland, Russia, Singapore,
Spain, Sweden, Taiwan, Thailand, UK, USA,
Australia, Austria, Belgium, Canada, Czech
Republic, Greece, Finland, France, Germany,
India, Indonesia, Ireland, Malaysia,
Netherlands, Poland, Russia, Singapore,

5. “Magazine media has been swept up in a tide of
reinvention, experimentation and optimism. We are at
the advent of possibly the greatest creative revolution in
the history of magazines. Technology is driving
innovation in our print magazines, making them more
interactive. Our content is incredibly well suited to digital
platforms, especially the tablet. Magazine publishers
who have successfully positioned their brands to serve
their audiences and advertisers on all platforms are
eager to embrace the future.”
Nina Link, MPA, USA, 2011

6. Topics
Magazines in print
Magazines in digital formats
Comparing magazines & other media
Advertising effectiveness

7. Magazines in print

9. Engagement Survey:
Association of Indian Magazines

14. Magazines in digital formats

15. Print and online
REINVENTS THE EXPERIENCE OF
EDITORIAL CONTENT.
How do our readers experience such developments? What are they expecting?

16. CONTENT
MORE
RICHER DEEPER COMPLETE
I CAN ACCESS RICHER I CAN DIG DEEPER I FEEL A REAL
CONTENT (VIDEOS, TO FIND OUT MORE COMPLEMENTARITY OF
SLIDESHOWS,DOCUMENTS …) ON A GIVEN INFORMATION BETWEEN
GIVING ME BETTER SUBJECT. A NEWSPAPER OR
EXPERIENCE OF THE MAGAZINE AND THE
NEWS. CORRESPONDING
WEBSITE.

17. INTERACTIONS
INTERACT SHARE COMMUNICATE
I CAN INSTANTLY REACT I CAN SHARE WITH I CAN COMMUNICATE
TO AN ARTICLE OR A OTHERS, WITH JOURNALISTS,
COMMENTARY. INFORMATION EXPERTS.
WHICH SEEMS
IMPORTANT TO ME.

18. RELATIONSHIPS
MULTI- TRUST ENGAGEMENT
PLATFORM
I FIND IT VERY NATURAL I TRUST THE I FEEL MORE ENGAGED
TO READ A NEWSPAPER WEBSITE OF A TO THE PRINT BRANDS I
OR A MAGAZINE AND VISIT NEWSPAPER OR A AM MOST FAMILIAR WITH
ITS WEBSITE OR MOBILE MAGAZINE AS MUCH
APPLICATION. AS THE NEWSPAPER
OR MAGAZINE
ITSELF

22. Comparing magazines &
other media

23. Primary attention when multi-tasking

27. Advertising effectiveness

28. Atenea:
ARI (Spanish magazines association)

31. 31

32. 32

36. Distribution of
Proof of Performance
Digital copies distributed free to all FIPP members.
Available free to all on request.
Printed copies:
Pre-order from www.fipp.com/publications.
Bulk orders & translation rights: Helen Bland at FIPP:
helen@fipp.com
POP microsite: www.fipp.com/POP

37. To continue
in 2013